Abstract – “I´ve been using the same tailor for years - He really suits me; A survey of the correlation between customer satisfaction and customer loyalty at Elgiganten Erikslund” Date: 2015.05.29 Level: Bachelor thesis in Business Administration, 15 ECTS Institution: School of Business, Society and Enginering, Mälardalen University Authors: Amanda Johansson Jacob Narvell Sophie Grönlund 920725 900109 871116 Title: “I´ve been using the same tailor for years - He really suits me; A sample survey of customer satisfaction and customer loyalty at Elgiganten Erikslund” Tutor: Angelina Sundström Keywords: Service-Profit Chain, Customer satisfaction, Customer loyalty, Retail, RSQS, Kundtillfredsställelse, Kundlojalitet Research question: What aspects of customer satisfaction affect customer loyalty? How are these aspects correlated? Purpose: The purpose of this study was to contribute to the growing body of the theoretical and empirical knowledge on the relationships among customer satisfaction and customer loyalty. Method: A quantitative research design utilizing a survey method was employed to assess aspects of customer satisfaction and customer loyalty. Empirical data consisted of 107 surveys completed on-site. Spearmans rank correlation was used to analyze correlates between aspects of customer satisfaction and customer loyalty. Conclusion: Findings demonstrate a weak correlation between customer satisfaction and customer loyalty. Furthermore, all aspects of customer satisfaction shared a similar, weak correlation to customer loyalty.